IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxviy2013i3p19-46.html

Drivers of Value In The Beer Market: Comparing an Imported And A National Brand

Author

Listed:
  • Cristina Calvo-Porral
  • Paulino Montes-Solla

Abstract

The European brewing industry is a main economic sector and a major activity in the agro food area. While the majority of the product consumption is domestic, imported beer has also increased remarkably in the recent years. This study raises two objectives; firstly to obtain an approximation of the profile of the Spanish beer consumer through a descriptive analysis, and on the other hand, it aims to compare brand equity variables from a domestic brand to an imported brand. A quantitative study is carried out using a semi-structured questionnaire to potential customers, obtaining 281 valid responses. Then, we proceed with an analysis of the variables of brand equity and with comparative study between the two brands in one major European market - the Spanish market-, one domestic-Mahou-and the other one-Corona-imported from México, to analyze differences in brand value from the consumer viewpoint. Our results highlight that Coronate brand has been positioned properly in the market, suggesting that has been able to offer beer consumers a remarkable brand value, and that the consumer is perceiving it.

Suggested Citation

  • Cristina Calvo-Porral & Paulino Montes-Solla, 2013. "Drivers of Value In The Beer Market: Comparing an Imported And A National Brand," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 19-46.
    • Handle: RePEc:ers:journl:v:xvi:y:2013:i:3:p:19-46
    as

    Download full text from publisher

    File URL: http://www.ersj.eu/repec/ers/papers/13_3_p2.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(2), pages 235-255, June.
    2. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    3. Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 1998. "Interactive effects of country of origin and product category on product evaluations," International Business Review, Elsevier, vol. 7(6), pages 591-615, November.
    4. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    5. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
    6. Amine, Lyn Suzanne, 2008. "Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia," International Business Review, Elsevier, vol. 17(4), pages 402-422, August.
    7. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    8. Jean-Noël Kapferer & Gilles Laurent, 1985. "Consumer Involvement Profiles: A New and Practical Approach to Consumer Involvement," Post-Print hal-00786782, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    2. Carneiro, Jorge & Faria, Flávio, 2016. "Quest for purposefully designed conceptualization of the country-of-origin image construct," Journal of Business Research, Elsevier, vol. 69(10), pages 4411-4420.
    3. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.
    4. Ryu, Jay Sang & L'Espoir Decosta, J.N. Patrick & Andéhn, Mikael, 2016. "From branded exports to traveler imports: Building destination image on the factory floor in South Korea," Tourism Management, Elsevier, vol. 52(C), pages 298-309.
    5. Suh, YongGu & Hur, JungYun & Davies, Gary, 2016. "Cultural appropriation and the country of origin effect," Journal of Business Research, Elsevier, vol. 69(8), pages 2721-2730.
    6. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    7. Pappu, Ravi & Quester, Pascale, 2010. "Country equity: Conceptualization and empirical evidence," International Business Review, Elsevier, vol. 19(3), pages 276-291, June.
    8. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    9. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    10. Crespo, Cátia Fernandes & Crespo, Nuno Fernandes & Silva, Susana C., 2025. "Unveiling the power of supplier-country image on B2B customers' perceptions: Beyond the product’s beauty," International Business Review, Elsevier, vol. 34(3).
    11. Kolar, Tomaž & Zabkar, Vesna, 2014. "The effect of general consumer attitudes and personality traits on attitudes towards domestic and multinational products in the Balkan region," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 19(1), pages 58-80.
    12. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    13. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    14. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    15. Chang-Geun Kim & Oh-Suk Yang, 2024. "Global Companies’ Dynamic Response to Business Environment Uncertainty through Digital Transformation: Sustainable Digital Quality–Customer Value–Market Performance Relationships," Sustainability, MDPI, vol. 16(15), pages 1-32, July.
    16. Alireza Nalchi Kashi, 2013. "Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands," Global Business Review, International Management Institute, vol. 14(4), pages 587-600, December.
    17. Remeikiene Rita, 2015. "Evaluation of Self-Employment Development Factors: Latvian Case," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 27(1), pages 5-11, December.
    18. Brodie, Roderick J. & Whittome, James R.M. & Brush, Gregory J., 2009. "Investigating the service brand: A customer value perspective," Journal of Business Research, Elsevier, vol. 62(3), pages 345-355, March.
    19. Klaus Heine & Glyn Atwal & Jiaxun He, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Post-Print hal-02312231, HAL.
    20. Massoud Moslehpour & Ka Yin Chau & Alaleh Dadvari & Ben-Roy Do & Victoria Seitz, 2019. "What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries," Sustainability, MDPI, vol. 11(24), pages 1-22, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xvi:y:2013:i:3:p:19-46. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.